UTILIZATION OF TRADITIONAL COMMUNICATION MEDIA (TCM) FOR INNOVATION DISSEMINATION IN OBAFEMI OWODE LOCAL GOVERNMENT AREA OF OGUN STATE

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1 UTILIZATION OF TRADITIONAL COMMUNICATION MEDIA (TCM) FOR INNOVATION DISSEMINATION IN OBAFEMI OWODE LOCAL GOVERNMENT AREA OF OGUN STATE S.F Adedoyin, and O.M Dada Paper prepared for presentation at the Farm Management Association of Nigria Conference, Jos, Nigeria, September 18-21, 2006

2 UTILIZATION OF TRADITIONAL COMMUNICATION MEDIA (TCM) FOR INNOVATION DISSEMINATION IN OBAFEMI OWODE LOCAL GOVERNMENT AREA OF OGUN STATE Adedoyin, S.F and Dada, O.M Department of Agricultural Extension and Rural Sociology, Olabisi Onabanjo University, Ago- Iwoye, Nigeria ABSTRACT The study examined various traditional communication media (TCM) used by rural farmers as sources of information to improve their production in Obafemi Owode Local Government Area of Ogun State. Data were drawn from a sample of one hundred and twenty (120) randomly selected farmers using a structure interview schedule. The obtained data were described with frequency and analyzed using chi-square test. The results indicated that majority (62.8%) of farmers commonly received innovations through TCM such as discussion groups, market places, agriculture-based festivals, visits, cooperative society, traditional meetings, community elders, village squares, and relations. and found them effective. A significant relationship was established between farmers perceptions of effectiveness TCM and effectiveness of TCM.The variables that had significant relationship with TCM was socio-cultural lifestyles of farmers (χ 2 = 49.9, α =0.05) and farmers level of education (χ 2 =95.58, α =0.05) Based on the findings, it is pertinent to direct deliberate efforts towards the integration of traditional media of communication into the innovation delivery system for rural farmers. INTRODUCTION The Nigerian economy is still marked with the significant contributions of the rural populace. Nevertheless, the contributions rendered by the rural farmers that made up of the more than 80% of the Nigerian populace are producing below the optimum level when compared to their counterpart in the developed countries. In other words, increasing the economy base is essentially tied to increasing the agricultural productivity of rural farmers. Agricultural extension system has been used strategically to increase the productivity and livelihoods of the rural farm families. Part of their interventions is to provide a reversible linkage between research and farmers through communication process. According to Ojiambo, (1995) and Kaniki, (1995), for a sustainable development, there is a direct relationship between the research and the utilization of research findings. A weak linkage occurring between the research and users system (farmers) in Nigeria and other developing countries has been a major limiting factor to increased agricultural and sustainable development (Arokoyo, 2005). In other words, increased agricultural productivity depends to a large extent on the ability of the extension agents to continuously disseminate useful agricultural technologies to farmers through sustainable media (Ewuola et al 2003, and Ogunsumi, 2003).More often than not, innovation adoption has been constrained for poor selection of proper communication media which sometimes lead to outright rejection or rejection after adoption of such innovations. Although, the use of Information Communication Technologies (ICT) is gaining ground even in the rural areas of Africa but it is without its associated problems. The problems of access, connectivity, literacy, poverty, and rural infrastructures are the challenges confronting the use and spread of ICT in rural areas. (CTA, 2003, Arokoyo, 2005 and Omotayo, 2005). Meanwhile, the use of TCM has been identified as most influential in making adoption of innovations among the rural people (Aboyade, 1987 and Adedoyin, 1989). The sociology nature of the rural people often time makes communication to be more of interpersonal in approach than mass media where mutual interaction is restricted. In retrospect, all sorts of TCM have been used while some are still in use. It is the concern of this study therefore, to analyze the various TCM and ascertain their effectiveness in adoption of innovations. 41

3 The farmers who are the main economic actors in the country should continuously be fed with useful technologies to improve their productivity for sustainable economic development This could only be achieved if innovations disseminated are adopted by farmers. However, adoption has been limited because of inappropriate selection of communication media by extension agent resulting in low agricultural productivity. However, TCM have been found to be relevant in adoption decision. Although, various TCM have emerged their relative effectiveness in innovation dissemination is yet to be ascertain. Thus this study is intended to analyze the various TCM in relation to their effectiveness in disseminating innovation to rural farmers in Owode Local Government of Ogun State. The study will provide answers to the following research problems: 1. What are the socio-economic characteristics of the respondents? 2. What are the traditional communication media (TCM) existing in the study area? 3. Which of these are commonly used? 4. How effective are the TCM in disseminating innovations? The Hypotheses of the Study are: i) There is no significant relationship between farmers perception of effectiveness of TCM and effectiveness of TCM. ii) There are significant relationships between effectiveness of TCM and farmers level of education and socio-cultural life of farmers. METHODOLOGY The study was conducted in Obafemi Local Government Area of Ogun State. A total of One hundred twenty farmers (120) were randomly selected for interview using a structured interview schedule. The obtained data were described and analyzed using frequency, percentages and chi-square test respectively. RESULTS AND DISCUSSIONS Personal characteristics of respondents In Table 1, a larger percentage (45.8%) was 55 years and above. It thus appears that the farming enterprise is still dominated by old people. The implication is that innovation disseminated may be resisted due to the adamant nature of the old people towards change. Their sex as described in the table was put as 81.7% males and 18.3% female. The rigor involved in farming may have discouraged female farmers from involving fully in the business. The majority (60.0%) had no formal education, implying a high literacy level in the area. This finding was in line with the report of Adeniyi (1997). This may have been the reason for their low participation in farmers cooperative societies (35.8%) as compared to religious group (64.05). It can be deduced that all the respondents were aware of the extension services in the study area. This indicates that the extension services are popular among the people. There is the tendency for farmers to begin to demand for extension services consequence of the high level of awareness. It is ascertained from table 1 that the majority (74.2%) had no contact with the extension agent. This could be as a result of the low extension -farmers ratio in Ogun State. The implication is that the majority of the farmers are not benefiting from extension services which have implication for their low productivity. Existing traditional communication media (TCM) Table 2 showed the various TCM existing in the study area. It can be deduced by the data that all the TCM have been utilized by the respondents in one form or the other. It therefore implies that all the TCM have potentials as usable and useful communication media in rural area. Table 3 revealed the commonly utilized TCM for innovation dissemination in the study area. As deduced from the table, the majority (64.0%) of the respondents commonly received innovations through town crier, market places, friends and neighbour, community elders, cooperative society Agriculture-base- festival, traditional meetings, 42

4 Discussion groups village squares, visit and relations. It can be implied that these TCM have been useful in dissemination of innovations in the study area. They are therefore accessible and preferred by the farmers. Table 1: Distribution of respondents by personal characteristics N=120 Characteristics Frequency Percentages Age (year) < above 55 Sex Male Female Education attainment No formal education Primary school education Secondary school education Social Participation Religions group Farmers cooperative society Awareness Yes No - - Contact Full contact Partial contact No contact Source: Field survey, 2004 Table 2: Distribution of respondent by existing TCM Medium of Communication Percentages* (%) Cultural activities/festivals 18.0 Religious centers Cooperative society 58.0 Agriculture based festivals 62.0 Age grade clubs 12.0 Traditional drums/talk drums 22.2 Community elders 56.0 Town criers 56.0 Folk tales or plays 27.0 Oral Literature/poems (Ewi) 19.0 Praise singer 22.0 Social clubs 28.0 Traditional meetings 58.0 Discussion groups 68.0 Contact/local leaders 18.0 Village square 54.0 Visits 59.0 Non-verbal signals 11.0 Relations 73.0 Community schools 8.0 Source: Field survey, *Multiple responses were recorded 43

5 Table 3: Commonly used (TCM) Medium of communication Percentages* (%) Town criers 76.0 Market places 64.0 Friends and labour 76.0 Community Elders 56.0 Cooperative society 58.0 Agricultures based festival 62.0 Traditional meetings 58.0 Discussion groups 58.0 Village square 54 Visits 59 Relation 73.0 Source: field survey, 2004, multiple responses were recorded Table 4 revealed the effectiveness of TCM in innovation dissemination. From the table, market places friends and neighbour, community leader, cooperative society, agriculture- based- festival, traditional meetings, discussion groups, village squares, visits and relations were effective TCM. By implication these TCM may have led to adoption of innovations in the study area. There is the tendency in each case of the TCM to foster mutual interaction directly or indirectly which often serve as impetus for diffusion of innovation. However, cultural activity/festival, non verbal signals and community schools were not effective probably because of the inherent associated problems such as different culture, different interpretations to non verbal signal and literacy level of farmers thus presenting them as inappropriate media for innovation dissemination. From Table 5, the null hypothesis was rejected. It was thus concluded that a significant relationship existed between farmers perception of TCM and effectiveness of TCM. As illustrated in Table 6, a significant relationship was established between effectiveness of TCM and such variables like farmers level of educational and social cultural life of farmers. Table 4: Effectiveness of TCM Effective TCM %* Less effective TCM % Not effective TCM % Town crier 78.0 Religious centers 50.0 Cultural activities/ festival 50.0 Market places 67.0 Traditional/talking drums 56.0 Non-verbal signal 55.0 Friends and labour 78.0 Oral literature/poem Ewi) 54.0 Community school 70.0 Community Elders 56.0 Praise singer 65.0 Cooperative society 60.0 Contact farmers/local leaders 69.0 Agriculture-based- festival 65.0 Traditional meetings 57.0 Discussion groups 69.0 Village square meetings 58.0 Visits 59.0 Relation 76.0 Source: field survey 2004, *Multiple responses were recorded. Table 5: Summary of Chi-square test between effectiveness of TCM and farmers perception of TCM. Variable d.f χ 2 cal. χ 2 tab. Decision Farmers Perception S α = 0.05, level of significant, S = Significant, d.f = degree of freedom. 44

6 Table 8: Summary of Chi-square test between effectiveness of TCM and selected farmers characteristics Variables d.f χ 2 cal. χ 2 tab. Decision Farmers level of education S Farmers socio-cultural lifestyle S α = 0.05, Level of significant, S = Significant, d.f = degree of freedom. CONCLUSION AND RECOMMENDATIONS The use of traditional communication media, TCM has been found to be in conformity with the sociocultural life and literally level of farmers. Hence, they have been perceived by rural farmers as useful and effective in dissemination of innovation. The implication of these findings is that traditional communication media are very accessible, relevant and effective at rural farmers level. Based on the findings, the study therefore recommends the following: i) Traditional communication Media such as town crier, market places, friends and neighbors, community leads, cooperative society, agriculture-based festival, traditional meetings discussion group, village square, visit and relations should be integrated into innovation delivery system to facilitate full adoption. ii) Traditional communication media should form part of the innovation package to encourage adoption. iii) Traditional communication media should be the medium used in the disseminating innovation to rural farmers for their preference by farmers which are capable of stimulating their interest toward adoption. iv) Traditional communication Media are best be used to communicate innovation to all categories of Farmers for they are capable of removing socio-cultural barriers. REFERENCES Aboyade, B.O (1981): Communication and transfer of information in Non-literate Societies Federation International Documentation pp Aboyade, B.O (1987): The provision of information for Rural Development, Fountain Publication, Ibadan, Nigeria, pp Adedoyin, S.F (1989): Communication in training women extension workers. In (ed) A.A Jobowo: Strengthening Agricultural Extension in Nigeria. Dept of Agric Extension and Rural Sociology, OAU, I le-ife Nigeria pp Adedoyin, S.F (1990): Linkages in the development and Delivery of Agricultural Research Information in Nigerian Research Institutes An unpublished Ph.D Thesis University of Ibadan, Nigeria pp Adeniji, O.A (1997) Role Performance of University of Agriculture Abeokuta. In: Research Extension Farmers Input linkage System in Ogun State. An unpublished postgraduate diploma these Olabisi Onabanjo University, Ago- Iwoye, pp Arokoyo, T. (2005): ICTS Application in Agricultural Extension Service delivery. In: Fola Adedoyin (eds). Agricultural Extension Society of Nigeria, AESON. i/c Agricultural and Rural Management Training (ARMTI), Ilorin. Pp CTA (2003): ICTs-Transforming Agricultural Extension? An e-discussion, 20 th August -29 th September, Ewuola, S.O, Ogunsunmi, L.O and Augustus, E.O (2003): Evaluation of extension media use among youth farmers in Oyo and Ondo States, Nigeria. Book of Proceedings of CIAP, Adeniran/ Ogunsanya College of Education, Otto/Ijanikin, Lagos State. Pp Omotayo O.M (2005): ICT and Agricultural extension: Emerging issues in transferring agricultural technology in developing countries. In: Fola Adedoyin (ed.). Agricultural Extension Society of Nigeria, AESON. i/c Agricultural and Rural Management Training (ARMTI), Ilorin. Pp

7 Otite, O and Ogionwo, W (2001): An Introduction to sociological studies, Heinemann Educational Book (Nigeria) PLC, P.M.B 2005, Jericho, Ibadan p 270. Rogers, E.M (1995): Diffusion of innovation. The Free Press, New York. 4 th edition, 519pp. Yahaya, M.K. (2003): Development Communication: Lesson from change and social engineering project. Corporate Graphics Ltd., pp